PPN #014: Building an Omnichannel Brand: Lessons from DEUX and Graza

Let's talk about something that's been on my mind lately: brands treating DTC and retail as totally separate beasts.

It’s been said before and I’ll say it again: They’re really not. Your DTC and digital presence can actually make or break your retail success.

• Your website? The first place buyers—and shoppers—will snoop.

• Your Amazon listings? The first place shoppers will go to repurchase if they love your product.

• Your Instagram and TikTok? That’s where buyers and shoppers will look to see if your company is legit.

We snooped DEUX and Graza’s DTC sites in 2022 through the Wayback Machine and analyzed how they used their website to catapult themselves onto retail shelves. 

These brands didn't just stumble into Whole Foods—they built killer DTC presences and communities first, then leveraged that digital success to dominate at retail.

Here's how they did it (and how you can too):

1. Build from the unique benefit of your hero SKU

Back in 2022, DEUX and Graza nailed their value props in just a few words, right above the fold. Their H1s are centralized on a hero SKU with a unique benefit for the consumer.

DEUX’s "Cookie Dough That's Actually Good For You" spoke directly to health-conscious snackers, addressing the pain point of wanting to indulge without the guilt and hinting at added health benefits. 

Plus: DEUX didn't just sell cookie dough. They sold protein-packed, vitamin-enhanced, good-for-you treats—a product that fits into multiple categories and use cases. 

Graza's "High quality olive oil that's meant to be squeezed, not saved" highlighted their unique packaging, positioned them as premium, and challenged how people typically use olive oil. In one phrase, they communicated innovation in product, packaging, and usage.

And Graza split their oil into two purposes: "Drizzle" for finishing, "Sizzle" for cooking. Clever, right?

Both brands didn't just describe their products—they pitched new ways of thinking about familiar foods. That's the kind of positioning that makes retail buyers—and shoppers—sit up and take notice.

Why this mattered for retail:

• It clearly communicated their unique value prop

• It showed buyers they understood their market position (and what made shoppers tick)

• It proved they could articulate their brand story

• It showed that their product line and presence was strategically and carefully crafted

Your DTC action items:

1. Craft a clear, compelling, defensible (aka what can’t be taken away) value prop

2. Put it front and center on your homepage

3. Show how your product line is strategically crafted to fit into different parts of your customers' lives 

4. Remember: Your website isn't just for DTC sales. It's your 24/7 pitch to retail buyers

2. Show your product in action

DEUX told you exactly how to use their product: straight from the jar or baked into cookies, which they showed with stunning imagery.

Graza's site showcased their unique squeeze bottles in action with rolling video of Graza being used on pastas, ice cream, in cooking—you name it.

Think of this as “visual sampling” for buyers and shoppers.

Why this boosted their retail potential:

• It helped buyers visualize the product without yet sampling it

• It demonstrated clear use cases

• It proved they understood the importance of visual merchandising

Your checklist:

1. Show your product in use—make it easy for people (and buyers) to imagine it in their lives with stunning imagery or UGC

2. Highlight what makes your packaging or product unique

3. Visually sample/demo the product before you get to the buyer or the shopper

3. Keep it real

Both DEUX and Graza's early websites felt authentic. They weren't trying to be big, faceless corporations. They were brands with personality, created by real people solving real problems.

When you’re young without much retail data, your authenticity and founder story are often your first supporters in the retail game.

How to bring this energy:

1. Share your founder story

2. Use a conversational tone in your copy

3. Show the humans behind your brand

4. It’s okay to make it about you in the beginning

How to leverage DTC to support retail growth

While we can't see it directly on their websites through the Wayback Machine, you can bet DEUX and Graza were using their DTC sales to gather crucial data. A strong DTC presence can provide valuable customer insights, help refine your product offering, and provide cash flow to support retail expansion.

Why this DTC data was retail rocket fuel:

• It proved product-market fit

• It showed which flavors/varieties were most popular

• It demonstrated customer loyalty and repeat purchase rates

• It gave some base of cash flow to work with as these brands landed on-shelf

How to leverage your DTC data:

1. Track key metrics like conversion rates, average order value, repurchase rate, and customer lifetime value. You can strategically share these in your retail pitch.

2. Use customer reviews and feedback to better refine your product for shelf.

3. Analyze which products are your bestsellers. These are the products you want on shelf. Also, analyze the products most frequently bought together, this is what you want on an end cap or in smaller retailer, on shelf next to your hero SKU.

4. Use your website to gather customer reviews and testimonials and use these in your retail pitch to show credibility.

Oh, and once you’ve done that: don’t forget to be open to wholesale opps—you need a wholesale inquiry page and a store locator map to get inbound inquiries from buyers!

The Bottom Line

DEUX and Graza didn't just build websites. They built brand experiences that translated perfectly from URL to IRL. They used their digital presence to prove their concept, build a fanbase, and create demand before they ever hit a retail shelf.

By the time buyers came knocking, these brands had already proven they could sell. They had the data, the customer love, and the brand recognition to back up their retail pitches.

The strategies DEUX and Graza used back in 2022 still work today. And with retail buyers being more online than ever, they might work even better.

So here's my challenge to you: Look at your website through the eyes of a retail buyer. Does it clearly communicate your value prop? Does it make your product irresistible? Does it prove you've got what it takes to sell on shelf?

If the answer to any of these is "no," it's time for a digital overhaul.

Remember, in today's market, you can't separate your digital presence from your retail strategy. They're two sides of the same coin. Your DTC channel isn't just about online sales. It's about building a brand that buyers can't ignore, creating demand, and gathering insights that'll make you irresistible to retailers.

Looking to build your retail presence with other often overlooked strategies? 

How are you leveraging your DTC presence to support your retail goals? What's working? What's not? Hit reply and let me know!